Over the past few years coaches have been pounding into our heads to tell our own stories in business.
Now, I agree that storytelling is the best way to give anecdotal proof of your point. And I agree that we humans are hard-wired to listen to personal stories and that we have a bias that makes us think that it is sufficient proof, just because you the speaker has lived through it (it isn’t, but hey).
If the story is real and personal, people will believe you. And because it is real, you will be able to tell it with emotion, passion and authenticity. Added plus: it will be easy for you and your listeners to remember.
So – lots of points for credibility, ethos, conviction, memorability. All good – actually GREAT!
But here’s the rub: very few people know how to tell a compelling story.
In business – I think a story should be:
- Brief
- Purposeful
- Explicitly related to the audience
- It should have a specific hook or problem or conflict that needs to be solved and…
- The solution should bring about some sort of transformation
So, here’s a little story:
I sat through a masterclass last week where the speaker went on and on about their personal story. Some coach must have told them to do this, but neglected to say HOW.
I’m sorry to say that I found it boring. Not because the content of the story was without value, but because I couldn’t grasp WHY they wanted to tell it to the particular audience I was a part of in that particular moment. I thought: “What’s the point?” and egotistically, “What’s in it for me?” The transformation point was limited to: “Then I understood that….”. I found myself asking “HOW did you understand it?” “The wonderful method you’re trying to sell me – did it just fall out of the sky into your brain?” “What happened after you ‘discovered’ it? How has your life changed?”.
(end of story, but not quite, here’s the lesson-learned)
Too bad that speaker didn’t know that the simplest story structure, A.K.A. “Narrative Arc”, is this:
If you want to be an effective communicator, use an attention-friendly Narrative Arc. If you do it right, your listeners will feel the connection of your experience to their own. This is what is known in some circles as engagement.
My definition? “NAILED IT!”
Do you want your team to tell engaging and persuasive stories? Let us teach you at WordWorks, book an introductory call!”